CAROLINE GREY
TREEFERA
“ Sourcing is less resilient and healthy, requiring a far greater need for forecasting and scenario modelling, and there are increasing compliance requirements including regulations like the EU Deforestation Regulation( EUDR),” he says.“ Companies and investors are compelled to clearly understand where products in their supply chain come from, making the need to get primary data from the first mile a commercial imperative – there’ s no longer any choice.”
Technology, experience and passion for change Caroline and Jonathan founded Treefera in 2022 to mitigate this challenge, driven in equal measure by inspiration from successful careers across technology, climate tech and finance, and a personal desire to harness innovative technologies to make a meaningful difference.
The company combines satellite imagery, adaptive AI and financial-grade risk modelling into a‘ data fabric’ – an integrated network that turns messy or fragmented data into structured, real-time insights that bring visibility and actionable intelligence to the first mile. Its platform provides specific solutions for risk, compliance and sourcing.
Both Jonathan and Caroline have significant experience that has helped speed Treefera’ s exceptionally fast growth – moving from its founding in 2022 rapidly through pre-seed, Series A and Series B funding rounds, the latter taking place in June 2025 and raising US $ 30m.
CAROLINE GREY
CO-FOUNDER AND CHIEF REVENUE OFFICER
Caroline Grey is Co-Founder and Chief Revenue Officer at Treefera, where she drives commercial strategy and global customer engagement. She partners with enterprise leaders to integrate Treefera’ s transparent, defensible data into core supply chain decisions. With more than 20 years in enterprise growth and operations, Caroline has led sales, solutions and customer success teams worldwide. Previously Chief Customer Officer at UiPath, she supported the company’ s global expansion and US $ 40bn public listing in 2021. At Treefera, she focuses on building longterm partnerships that deliver measurable outcomes for businesses while advancing climate and supply chain resilience.
“ The challenges facing supply chains, particularly the first mile, created a perfect storm for an opportunity like Treefera,” says Caroline, who has worked at several technology firms over her career in a go-to-market capacity, including at RPA leader UiPath during its period of hyperscale growth.
The pair bootstrapped Treefera, building a highly capable team across engineering, science and go-to-market activities.“ It’ s been a really short period of time, including heavy investment in
72 September 2025